How to Turn Boring Features into Irresistible Benefits That Sell
Ever felt stuck staring at a list of features that just don’t spark any excitement? I get it—it’s like having a bunch of puzzle pieces that never seem to form a picture. But here’s the magic: with a bit of brain power, you can turn those plain features into benefits and outcomes that practically sell themselves.
Features vs. Benefits: Let’s Break It Down
Imagine you’re chatting with a friend over coffee. Instead of rattling off a list of specs about your new gadget, which would bore them to tears—“It has a 10-hour battery, a sleek design, and a lightweight frame —you share how it makes life easier: “It takes half the time charge and lasts twice as long as my old one, I took it on a long flight last week, and it was perfect.” The shift is subtle, but it makes a world of difference. Features tell your audience what your product is; benefits tell them why they should care.
(Your copy should do more than inform—it should create desire. The Hidden Desire Matrix: The Secret to Copy That Sells Itself shows you how to tap into deep emotional triggers that make people buy.)
Learning from the Greats
The greatest copywriters of all time—the GOATs all knew that the secret to memorable copy was to transform dull details into irresistible outcomes:
(Want to learn from the best? The Secret Art of Timeless Sales Copy That Lasts for Decades breaks down the persuasion techniques used by legendary copywriters.)
Joseph Sugarman was a wizard at wrapping benefits in a narrative so compelling you couldn’t help but be drawn in. He painted a picture where every feature improved your life.
Eugene Schwartz dug deep into the psychology of his readers. He believed that every feature hid a powerful benefit, just waiting to be uncovered by asking the right questions.
Their work reminds us that effective copywriting isn’t just about listing what a product does—it’s about inviting your reader into a story where they’re the hero.
Here’s How You Can Do It Too
I’ve put together five quick, actionable tips that you can start using today. These are like your personal cheat codes to transform mundane features into something irresistible.
Ask “So What?” Over and Over
Whenever you mention a feature, ask yourself, “So what?” until you uncover the emotional payoff. For instance, if your product has an advanced security feature, don’t stop at “secure.” Think: “So what? That means you can sleep soundly knowing your data is safe.” This simple exercise helps shift your focus from the technical to the personal.
(This simple exercise is one of the fastest ways to uncover what really sells. The Velocity of Belief: How to Speed Up Buyer Decisions with Your Copy dives deeper into how to guide readers from curiosity to conviction.)
1. Turn Every Feature into a Life-Improving Outcome
A feature is just a fact about a product—it doesn’t tell the reader why they should care. Instead, connect every feature to a tangible benefit or outcome.
Example:
❌ “Our mattress has advanced memory foam.”
✅ “Wake up pain-free and fully rested—our memory foam adapts to your body for the best sleep of your life.”
Why it works: It shifts the focus from the product to how it improves the customer’s daily experience.
2. Show, Don’t Tell: Use Vivid Sensory Language
Instead of stating a benefit outright, make your reader feel it with specific, sensory-rich details.
✅ Example:
❌ “Our noise-cancelling headphones block outside sound.”
✅ “Feel like you’re in a private concert, with nothing but crystal-clear music and zero distractions.”
Why it works: Sensory details make the benefit more real and compelling.
3. Use Emotional Triggers to Make Benefits Stick
(People buy with emotion first, then justify with logic. The Art of Mental Choreography in Copywriting explains how to guide your reader’s thought process toward a confident ‘yes.)
People make decisions based on emotion and then justify them with logic. Tie your benefits to feelings like relief, confidence, excitement, or security.
✅ Example:
❌ “Our software automates your tasks.”
✅ “Stop feeling overwhelmed by busy work—our software gives you back hours every week to focus on what truly matters.”
Why it works: People don’t just want automation; they want the freedom that comes with it.
4. Answer the “So What?” Until You Reach a Meaningful Benefit
Whenever you write a feature, ask yourself, “So what?” until you reach a deeper, outcome-driven benefit.
✅ Example:
Feature: “Our laptop has a 20-hour battery life.”
👉 So what? “You don’t have to charge it as often.”
👉 So what? “You can work from anywhere without worrying about your battery dying.”
👉 So what? “Imagine spending an entire day at a café or on the go, getting things done without constantly hunting for an outlet.”
Why it works: This method ensures your copy is outcome-focused, not just descriptive.
5. Make Benefits Personal and Relatable
Readers don’t care about generic benefits—they care about how it affects them. Use “you” and place them in the story.
✅ Example:
❌ “Our fitness app helps you stay consistent.”
✅ “Ever started a workout routine only to fall off track? Our app keeps you motivated with custom plans that fit your lifestyle—so you actually stick with it.”
Why it works: It turns a general benefit into something that feels tailor-made for the reader’s life.
A Little Nudge Toward Your Success
If you’re ready to take your copy to the next level, consider these tips as just the beginning. Every word you write has the power to transform a plain feature into a life-changing benefit. And if you ever need a bit more guidance or a fresh set of eyes on your work, check out my services page. Let’s work together to turn your copy into pure alchemy!
So, what do you say? Ready to sprinkle some magic on your features and create copy that connects, converts, and truly resonates? Remember, the secret isn’t in adding more words—it’s in finding the heart behind each one.
Happy writing, and here’s to turning the ordinary into something extraordinary!
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Hey there, Rebecca here.
My mission is to write copy that feels unmistakably you—capturing your voice, sharing your stories, and engaging your audience in a way that drives real impact.
